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We buy Hallmark cards because they offer a curated, safe language for the most intense moments of our lives: birthdays, funerals, weddings, and graduations. Hallmark has effectively created "pithy, emotional, and safe products for mass consumption". By providing these pre-packaged sentiments, the brand acts as a social safety net, ensuring that even those who struggle to verbalize their feelings can offer a "comforting beacon of safety" to those they love.

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Critics, such as those within the "Language group" of poet-critics, argue that buying these cards is a form of "programmed" behavior encouraged by capitalism. They suggest that our very way of seeing the world—and our emotional milestones—has been pre-determined by these commercial entities. We buy Hallmark cards because they offer a